What Is the Role of Situation Analysis in Marketing?

Scene Marketing is a means of using the vivid language to depict a beautiful image brought by the customer after using the product during the sales process, arousing the customer's yearning for this picture, and effectively stimulating the customer's desire to purchase. Scenario marketing is to achieve the purpose of marketing through the dialogue of the soul and the experience of life scenarios. The basic assumption of contextual marketing is that consumers are more likely to accept the same publicity at a "similar moment" in their daily lives, regardless of their age, gender, income, etc. This conflicts with traditional market theory. "Similar moments" in life refer to boring hours in similar places, such as the subway in the hot summer, or in music stores or airports.

Situational marketing

Right!

Scene Marketing is a means of using the vivid language to depict a beautiful image brought by the customer after using the product during the sales process, arousing the customer's yearning for this picture, and effectively stimulating the customer's desire to purchase. Scenario marketing is to achieve the purpose of marketing through the dialogue of the soul and the experience of life scenarios. The basic assumption of contextual marketing is that consumers are more likely to accept the same publicity at a "similar moment" in their daily lives, regardless of their age, gender, income, etc. This conflicts with traditional market theory. "Similar moments" in life refer to boring hours in similar places, such as the subway in the hot summer, or in music stores or airports.

Chinese name

Situational marketing

Foreign name

Scene Marketing

Scenario type

Time scenario, relationship scenario, theme scenario

Precautions

Scenario marketing should be "different from person to person"

Situational marketing needs to do a good analysis of consumer motivations, and then grasp the four main timings of customers entering the store, introducing products, in-depth communication, and leaving customers to maximize the effectiveness of contextual marketing.

1. When customers enter the store and are attracted by the product,

1. Scenario marketing should focus on "psychological experience". Customers not only consume the goods themselves, they also want to use

"Scenario marketing" can not only attract consumers' attention and release the subconscious consumer's inherent needs, but also push consumer demand for goods from the "need" level to the "want" level. "Need" is a more rational demand, while "want" is a more perceptual demand. In the actual sales process, "want" is more likely than "need" to arouse consumer desires, and ultimately prompt consumers to buy goods on the spot.

Allow consumers to focus their attention firmly on a certain product, and even let consumers have relevant imagination. Consumers will imagine the wonderful experience brought by using this product and be deeply attracted by this wonderful experience. From the level of "need" to the level of "want", if they want to embrace such a wonderful experience, they can only The purchase of this product, in turn, caused consumers' desire to buy until the consumer made a purchase action. And this kind of "context marketing" to stimulate consumer demand is more difficult for other sales tools to achieve. ^[1]

Different marketing methods will directly lead to differences in results. The reason is the same, but it is undeniable that different marketing strategies will inevitably affect the relationship between sales staff and customers. As a new marketing method, situational marketing has attracted more and more attention in the industry.

Example: Marketer Xiao Li visits a customer as usual. It is said that this customer is Xiao Li's affiliate, and communication should be easy to get along with. It happened that the customer was punished by the regulatory department for product quality problems that morning, and felt very bad. When Xiao Li visited in the afternoon, no matter how Xiao Li communicated, the client would not agree, so he had to give up. After discovering the problem, Xiaoli continued to visit after the customer commendation meeting, and soon reached an agreement with the customer. This is a typical case of successful scenario marketing.